Creating Content Plan for Personal Brand

A well-crafted content plan fuels a personal brand providing consistent content flow. It’s a key part of content strategy.

To read more about developing content strategy check out the previous edition:

Content Strategy for Personal Brand

Content planning is a step-by-step process that includes generating a diverse pool of ideas, segmentation to tailor content to specific audiences and goals, scheduling to organize and map out content across different platforms and timeframes, execution to bring the content to life, and ongoing analysis and adjustments to optimize performance and ensure that the content remains relevant and impactful.

Let’s talk about every stage in detail:

1. Ideation: Save All Content Ideas in One Place

Creating a content plan begins with ideation and research. This stage is about gathering a diverse pool of ideas that reflect brand values, expertise, and audience interests. Start by brainstorming topics that align with your brand’s mission and the pain points of your audience. Grab and collect everything that could be turned into a piece of content. Keep your content fresh by tapping into industry trends, events, personal experiences, and audience feedback.

Add to your toolkit:

• Research tools to discover untapped content Ideas for specific topics: Semrush , AnswerThePublic or Google Trends .
• Mind Maps to visualize processes: Miro or Mapify.so
• Digital Note-Taking Tools to save, organize, and revisit content ideas: Notes , Notion .
• Competitor Content Analysis Tools: Ahrefs , Favikon

2. Segmentation: Provide Strategically Targeted Content

The next step is strategic content segmentation to ensure consistency across all platforms. It helps to align messaging, tone, and style, and make sure that the target audience receives a cohesive experience, no matter where they interact with your brand.

Effective segmentation is key to a successful content strategy. There are different models to use:

• IMC Model: Use the Integrated Marketing Communications model to define the purpose of each piece of content. Whether your goal is to inform, persuade, or entertain, this model ensures that your content is consistent across all platforms and aligned with brand goals.
• Sales Funnel: Segment your content according to the stages of the sales funnel — awareness, consideration, and decision. Create content that addresses the specific needs of your audience at each stage, guiding them smoothly from awareness to conversion.
• Content Format: Different content formats serve different purposes and engage audiences in various ways. Segment your content based on type. Such as blog posts, videos, infographics, and podcasts. This allows you to diversify your content strategy, and explore audience preferences.
• Covered Topics: Segment your content based on the areas of expertise or aspects of your professional activities that you want to highlight. This approach helps to build authority and become a thought leader within your industry.

3. Planning: Content Plan

Once you collected and segmented content ideas, it’s time to organize your content. This step is crucial for maintaining a steady content flow.

Use Excel Sheet for content calendar, or choose more advanced planning and scheduling tools like Hootsuite , Sprout Social, Inc. , RADAAR , etc. Time-framed content plan allows to see an entire content flow at a glance, ensuring balance and consistency. Include all relevant platforms and content formats. Don’t forget to add holidays, events, or corporate occasions.

4. Measuring and Analysis

To ensure your content plan is driving the desired results, you need to track Key Performance Indicators (KPIs).

Metrics to Track:

• Total Impressions: The number of times your content is displayed, whether clicked or not, helping you understand its reach.
• Engagement Rate: Indicates how well your content resonates with your audience.
• Conversion Rate: Measures how effectively your content drives desired actions.
• Click-Through Rate (CTR): The percentage of people who click on a link within your content, reflecting its relevance and effectiveness.
• Feedback: Direct responses from your audience can provide valuable insights.
• Audience Growth Rate: The rate at which your audience is increasing over time, helping you track your content’s long-term impact.
• Social Share of Voice (SSoV): Measures your brand's visibility in social conversations compared to competitors, indicating your content's influence in your industry.

Regularly analyze these metrics to see what’s working and what isn’t. For instance, if a particular type of content consistently outperforms others, consider producing more of it. Conversely, if some content isn’t resonating, it might be time to reevaluate or pivot your strategy.

5. Adjustment: Refining Your Strategy

Finally, use the insights from your KPI analyzis to adjust your content plan. Personal branding is not a set-it-and-forget-it process! It requires an adaptive approach. Adjust your content frequency, time of posting, type, or platforms based on the data you gather.

Remember, flexibility is key. As your brand grows, your content strategy should evolve with it, ensuring that you remain relevant and impactful in your field.

Creating a content plan for your personal brand is a dynamic process that involves thoughtful ideation, strategic segmentation, smart planning, analysis and continuous refinement. By following these steps, you can enhance brand’s visibility and build deeper connections with your audience.

Follow me, Vladislava Dolmat to keep gathering insights on building a successful personal brand!